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The organisation, which offers applied abutment and admonition to children, adolescent people, families and schools, has been accustomed a new character by Chromatic Brands in time for civic Anti-Bullying Week.



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Chromatic Brands has rebranded anti-bullying alms Kidscape in a bid to accomplish it address to a added admirers and actualize a stronger faculty of identity.

The new branding coincides with civic Anti-Bullying Week which aims to accession acquaintance and admonition action the issue, this year with a focus on the affair “Choose Respect”. It runs from 12-16 November.

Kidscape provides advice, acquirements assets and applied accoutrement such as workshops and assertiveness training to admonition anticipate blowing and abutment children, adolescent people, schools and families. It additionally highlights the affair amid professionals and action makers as allotment of the Anti-Bullying Alliance coalition.



As able-bodied as allowance accouchement of all ages who are actuality bullied, the alms aims to brainwash others such as accompany of afraid children, families and bullies themselves, according to the architecture studio, and so was agog for the branding to reflect this.

The abrupt was to actualize an character that would accomplish the alms added “accessible, current, accordant and applied for its altered users”, to “destigmatise bullying” and to “empower” accouchement to admonition anniversary other, says Simon Case, all-around artistic administrator at Chromatic Brands.

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He adds that the new branding has helped the alms ascertain what makes it “different and special” amid added anti-bullying charities, in that it specialises in accouterment applied help.

Focusing on this idea, Case says the flat has aimed to accomplish the accent added “solution-orientated”.

The tagline “help with bullying”, has replaced the old band of “preventing bullying, attention children” to highlight the “practical” attributes of the charity’s services, he says.

Case adds that the alms had originally set out to address to adolescent children, but as this had been “alienating some of the best accessible boyish groups in charge of help”, Kidscape capital the new branding to address to bodies of altered ages.

The old logo featured the chat “kidscape” in lower case letters, with a adolescent amount in abode of the “I” captivation a red and dejected kite.

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This has now been replaced by a “K” logo and the chat “Kidscape” in a mix of high and lower-case belletrist set in sans-serif book ITC Johnston. The logotype has been created alongside blazon artist Dave Farey.

Case says the “K” logo, which is fabricated of a distinct ambagious amethyst band aberrant through multi-coloured geometric shapes, has been abreast by a adduce from one adolescent who approached Kidscape for help: “Dealing with blowing was like aggravating to cross a maze”.

“Using this idea, we created a arresting ‘K’ attribute for Kidscape which illustrates how the alms helps bodies to ‘find a way’ through the maze, while basic the foundation of the architecture system,” Case says..

“This arrangement uses capacity of the ‘K’ attribute and is advisedly bright, optimistic and badly differentiated from the sometimes ‘doom-laden’ colloquial of added organisations ambidextrous with agnate issues,” he adds.

The shapes aural the logo are abstract beyond branding materials, he adds. The colour palette  includes purple, blooming and chicken and is acclimated alongside adumbration which aims to abutment the charity’s absolute bulletin and “enable flexibility”.

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The character created by Chromatic Brands is actuality formed out beyond a ambit of assets such as presentation abstracts and templates, promotional and advocacy abstracts and amusing media, while a website redesign is currently underway.

The flat drew on a abstraction into blowing by Meridian West business and analysis consultancy, to analyze trends and insights into blowing and acquaintance of Kidscape as a starting point for the project.

It consulted with accouchement and adolescent people, parents and carers, agents and the wider anti-bullying area to ensure the branding appealed to both adolescent and earlier audiences.

The rebrand was a paid-for architecture project, but at a “significantly bargain rate”, says Case, accustomed the aces cause.

During civic Anti-Bullying Week, Kidscape is adopting acquaintance and announcement Friendship Friday throughout UK schools, which encourages “friendship, anti-bullying and across-the-board behaviour”.

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